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JK Rowling has revealed that she will release the long-awaited e-books of her mind-bogglingly popular fantasy series through her own ecommerce store and interactive online experience, Pottermore.

Crucially, Rowling will sell the e-books through a proprietary platform, she revealed at a press conference this morning in the Victoria & Albert museum in London. Because of a shrewd arrangement with her publishers Bloomsbury and Scholastic (or possibly just a short-sighted one on the publishers’ side), Rowling retains the digital rights to the seven Harry Potter novels. Bloomsbury and Scholastic still have control of print publishing rights.